Expert Secrets: The Underground Playbook for Converting Your Online Visitors into Lifelong Customers

by Russell Brunson

“An entrepreneur is someone who takes personal responsibility for a problem that wasn’t their own.”

Go experiment with a ton of stuff. Identify things that spark your interest. Engage deeply with those things. As you engage, if it goes from interest to true fascination, go down the path of gaining mastery. Fascination + Mastery = Passion

First, we become passionate about a particular topic. We study, we learn, and we implement, but eventually we can’t grow anymore from study alone. We then shift our focus to helping others with what we’ve learned, and that contribution helps them, which in turn also helps us continue to grow.

“Research your own experience, absorb what is useful, reject what is useless, and add what is essentially your own.”

your framework description should fit into this sentence: ______________________________: (your framework name) My ________-step framework (or system, process) for _______________________________ (insert result).

The goal with this or any kind of business is not to lead with, “How can I sell my product?” Instead, you want to ask, “How can I serve people?”

The secret to finding your voice is in sharing your message consistently for a long time.

When your message causes polarity, it attracts attention, and people will pay for it. Neutrality is boring, and rarely is money made or change created when you stay neutral. Being polar is what will attract raving fans and people who will follow you and pay for your advice.

For every 100 true fans who follow you, you’ll likely get one person who doesn’t like you. And for some reason, they always seem to be the loudest.

“People will do anything for those who encourage their dreams, justify their failures, allay their fears, confirm their suspicions, and help them throw rocks at their enemies.”

The Perfect Webinar Step #1—Grab Their Attention and Quickly Build Rapport Step #2—Tell Your Origin Story about How You Earned or Learned Your New Opportunity Step #3—Break and Rebuild Their False Belief Patterns with the Three Core Stories (Vehicle, Internal, and External) Step #4—Use the Stack to Position the Offer Correctly Step #5— Finish with Closing Techniques to Increase Close Rates

Many products can be marketed toward getting a result in more than one desire, but your marketing message can focus only on one of them. Any time you try to get your potential customer to believe in two things, your conversions will usually cut in half (most times by 90 percent or more). Focus only on one desire with each message you put into the market.

Our goal is not to fix what’s not working. Our goal is to replace what’s not working with something altogether different.

While you should focus only on one core market or desire in your marketing, you can and should focus on as many status increases as you can that apply to your product or service.

So which factors elevate status? Well, it’s different for everyone, but here are a few that are pretty universal. Appearance of intelligence (anything that makes them look smarter) Appearance of wealth, power, or happiness Physical appearance (weight loss, makeup, supplements, etc.) Style (think Mac vs. PC)

You can sell information products without any start-up costs; you just need passion for what you’re teaching and the ability to tell stories that move others.

The simplest way to increase the perceived value of your framework is to change the experience of how someone consumes it. That usually happens by moving things from one form to another: Written word → Audio Audio → Video Video → Live experiences

The three different ways that you can fulfill on a framework are: Do It Yourself (Give them the framework and they implement it on their own) Do It With You (Work with them to implement the framework) Do It For You (You implement the framework for them)

You can also teach your frameworks as pre-funnel content in YouTube videos, podcast episodes, blog posts, and more. Lead magnet (free): You can also use your framework as a lead magnet. Oftentimes I’ll record a 2- to 20-minute video of me teaching one of my frameworks and give that to people as the lead magnet they get when they give me their email address. Figure 5.5: You can teach one of your frameworks in a short video and use that as a lead magnet in exchange for someone’s email address. Book (free + shipping): You can expound and go deeper with your frameworks with a book. As you can see from this book, it’s one big framework with tons of embedded frameworks inside of it. The negative thing with a book is that it’s the hardest thing to create and sell for the least amount of money, but its perceived value and ability to position you in your market as an expert is one of the highest ways you can package your frameworks. Membership site ($10–$100 per month): Membership sites usually blend all the different learning modalities into one. Oftentimes there will be written content, audio, and video training, along with an online community (live experience) for members to network together. The big advantage of membership sites over online courses is that because they are typically billed monthly, they give you the ability to drip out your frameworks to people over time as opposed to giving everything to them at once. Online course ($100–$1,000): Courses are very similar to me...

The goal of an offer in its simplest form is to: Increase the perceived value of what is being sold. Make the thing being sold unique to you and available only within the special offer.

Most people want to cast their faith and personal responsibility into something bigger than themselves. It happens in religion, it happens in political movements, it happens in the workplace, and it will be true for your movement. People want to plug in to something bigger than themselves, so it’s your job to create that vision.

The first key to telling captivating stories is oversimplification. When you’re telling stories, you need to speak at about a third-grade level.

THE PLOT: CHARACTER, DESIRE, CONFLICT Good stories are really simple. There can be layers of complexity, but at the core they are all very simple. Depending on the complexities I share, I can tell the same story in 60 seconds or 60 minutes—all with the same desired effect.

Phase #1: The Backstory What is your BACKSTORY that gives us a vested interest in your journey? What is the DESIRE or result that you want to achieve? External: What are your external desires? Internal: What are your internal desires? What are the OLD VEHICLES that you tried in the past to get this same result that didn’t work for you? Phase #2: The Journey What was THE CALL or the reason that made you start on this journey? Who or what is THE VILLAIN that is keeping you from having success? WHAT will happen if you don’t have success on this journey? Phase #3: New Opportunity Who was the GUIDE who gave you the epiphany? What was the EPIPHANY you experienced? What is the NEW OPPORTUNITY you created from this epiphany? Phase #4: The Framework What is the STRATEGY or frameworks you developed to get you to the desire you wanted to achieve? What were THE RESULTS you got by following the frameworks? What were OTHERS’ RESULTS from following your frameworks? Phase #5: Achievement and Transformation WHAT end result did you accomplish or achieve? (External Desires) HOW did you transform during your journey? (Internal Desires)

The idea is to have a single point of belief that your message is built around and is emphasized over and over and over again from a variety of different angles.

When we launched ClickFunnels, I tried to figure out the one key belief that I needed my audience to understand and believe. I came up with this basic statement: If I can make people believe that (my new opportunity/category) is/are the key to (the result they desire most) and is/are only attainable through (my specific vehicle/frameworks), then all other objections and concerns become irrelevant and they have to give me money.

I am going to teach _____________________ (insert submarket) how to _____________________ (insert result) through _____________________ (insert your niche).

Hey everybody! Welcome to the webinar. This is ________ and today I’m going to show you how to ________ without ________.

Justify their failures: Now I’m guessing for a lot of you this is probably not your first webinar. The first thing I want to mention is that if you’ve failed at ________ in the past, it’s not your fault. There’s a lot of information out there, and it can be confusing. Many times that information overload keeps you from success. It’s okay. Allay their fears: If you’ve been concerned in the past that you just can’t succeed with ________, I want to put those fears to rest. You can do this. You just need the right person to explain it to you. Throw rocks at their enemies: The big corporations want you to think that you need a lot of venture capital or some fancy college degree to be successful. I’m here to tell you they’re wrong. They have their own reasons for wanting you to think that, but it’s not true. Confirm suspicions: If you’ve ever thought that the government and the banks want you to fail, you’re probably right. They don’t benefit from you succeeding. They want to keep you in debt and in need. The difference with us is that we actually care about your success and truly want to see you living the life of your dreams. Encourage their dreams: So that’s what we’re here for. I know you have a dream to change the world and make an impact, and I want to show you how to make that happen during this webinar.

My goal for this presentation is to help two types of people. For those who are beginners, you’ll get (what the presentation/ new opportunity will do for them, or how it will fulfill their desires). For more experienced people, you’ll get (alternative).

If you own a retail store, you’ll get ________ from my presentation, but if you own an online store, you’ll get ________ from the presentation.

If I can make them believe that (new opportunity) is key to (what they desire most), and/but it is attainable only through (specific vehicle), then all other objections and concerns become obsolete.

In the next 90 minutes, my goal is to get you to believe that (new opportunity) is the key to unlock (what you desire the most), and I’m going to show you my proprietary frameworks that will make it simple for you to achieve that result.

In the past __ years I’ve had an amazing chance to (cool thing you’ve done because of your new opportunity) and I’ve also been able to help other people to (awesome thing you did for others), but it wasn’t always that way. In fact, just a few short years ago I was just like you . . . (transition into backstory).

False Belief #1: The Vehicle Funnels sound cool, but I don’t understand how they would work for me. False Belief #2: Internal Beliefs I’m sold on funnels, but I’m not technically inclined, so I don’t think I could build one. False Belief #3: External Beliefs I think I could build a funnel, but even if I did, I don’t know how to drive traffic into it.

Here’s what we’re going to cover during the next 45 minutes or so: Secret #1—Funnel Hacking: How to Ethically Steal More Than $1,000,000 Worth of Funnel Hacks from Your Competitors for Less Than $100 Secret #2—Funnel Cloning: How to Clone Their Proven Funnel (inside ClickFunnels) in Less Than 10 Minutes Secret #3—My #1 Traffic Hack: How to Get the Exact Same Customers Who Are Currently Going to Your Competitors’ Funnels . . . to Start Coming to Your Funnel Instead!

Remember earlier I told you about the framework we developed that helped me to (desired result)? Take out your pen and paper to take notes because I’m going to walk you through this framework. I call it (proprietary name for your framework).

“You’re probably thinking (insert false belief), right? Well, (tell quick Epiphany Bridge story).”

The problem is that if people can only remember the last thing you showed them, they only remember the last bonus, and then they associate the value of the offer with the last bonus instead of the full offer.

So let me ask you a question. If you followed what I showed you in Secret #1 and found a funnel that is already working, then you did what I showed you in Secret #2 and used ClickFunnels to build out a similar funnel in just 10 minutes, and then you used Secret #3 to get traffic from the SAME place your competitors are getting it from, do you think you could be successful?

Let me ask you a question . . . That’s the secret. It takes off all the pressure and lets you make a seamless transition. I like to follow up with a couple of questions. How many of you are excited about what we just talked about?! How many of you are feeling a little overwhelmed because we’ve covered so much?

Is it okay with you if I spend 10 minutes going over a very special offer I created to help you implement ________?

If you don't want to learn this, that's totally okay. I already know all this. I can leave right now. Then I wait and say: Who here wants me to spend 10 minutes going over this? And the second time, everybody always says yes.

When you have this product, you’ll be able to ________. When you have this product, you’ll be able to get rid of ________.

Way back then, I had to spend ________ and ________ to figure out an efficient way to handle this problem. But I don’t want you to have to re-create the wheel. I’ve already got proven ________. And I’m just going to give it/them to you with this package. Sound cool? or When you use this product, not only will you save the time and money I spent to develop it, but you’ll also save what could be months or years of wasted time and money because you’ll be doing it right the first time. There’s no trial and error period.

When you sign up, you’re going to get instant access to my product, a total value of $________.

Here’s what we’re going to cover. Week 1, we’re going to talk about ________. Week 2, we’ll go over ________. Week 3, we dive into ________. Then by Week 4, you’ll be ready for ________. Week 5, we look at ________. And finally, in Week 6, we wrap it all up with ________. Now let me show you some people who’ve had a chance to go through this process already.

Let me introduce you to . . . (share case study #1.) Then there’s . . . (share case study #2.) And probably my favorite story is . . . (share case study #3.)

You might be thinking you can’t get started with this because . . . Here’s why that’s a mistake that will hold you back from success.

Introduce additional elements of your offer by sharing the pain and cost it took you to learn or earn them and the ease and speed they’ll get by using them.